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How to Find Google Analytics 4 Tag

Cody Schneider•

Trying to set up website tracking can feel like an immediate roadblock if you don't know where to find your Google Analytics 4 tag. Unlike the old Universal Analytics, GA4's interface is a bit different, and that simple tag can seem buried. This guide will show you exactly where to find your GA4 tag, explain what it is, and walk you through how to use it once you have it.

What Exactly is a Google Analytics Tag?

Before you go looking for it, it helps to know what you’re trying to find. In GA4, there are two key pieces you’ll hear people talk about: the Measurement ID and the Global Site Tag (gtag.js). They work together, but you use them in different situations.

The Measurement ID: Your Website's "Name Tag"

The Measurement ID is your unique identifier. It’s a short string of characters that always starts with "G-" followed by a mix of letters and numbers (like G-123XYZ456). Think of this as the mailing address for your data. When you add tracking to your site, this ID tells Google Analytics, "Hey, send all the data from this website to this specific" property in my account.

When you'll use it: You mostly need just the Measurement ID when you're using a website builder or CMS plugin (like WordPress, Shopify, or Squarespace) that has a built-in Google Analytics integration. You'll just copy and paste this ID into a designated field, and the platform handles the rest of the code for you.

The Global Site Tag (gtag.js): The Full Instruction Manual

The Global Site Tag, often referred to as gtag.js, is the full block of JavaScript code that makes the tracking happen. It contains your Measurement ID inside of it, along with instructions that tell a visitor’s browser to send tracking information back to Google’s servers. It’s the engine that collects the data, while the Measurement ID is just the address where it gets sent.

When you'll use it: You'll need this entire code snippet if you plan to install Google Analytics manually by editing your website's code directly. This is common for custom-built sites or themes that don't have a simple integration field.

Understanding this distinction is key. For half the installations, all you need is that simple "G-" number.

Finding Your GA4 Measurement ID & Global Site Tag (Step-by-Step)

Ready to grab your tag? The process only takes a minute once you know where to click. Here's a step-by-step walkthrough to get you there.

1. Log In and Head to the Admin Panel

First, log in to your Google Analytics account. Once you’re in, look for the gear icon in the bottom-left corner of the screen labeled Admin. Click it.

2. Navigate to Data Streams

The Admin page is split into two columns: Account and Property. Your tag lives in the "Property" settings. Look for the option called Data Streams and click on it. A data stream is simply a source of data flowing into your GA4 property - most commonly, your website.

3. Select Your Web Data Stream

In the Data Streams list, you should see the name of your website. If you've just set up your property, you'll likely only have one. Click on your web stream to open up its detailed view.

4. Find Your Measurement ID and Tag Instructions

You're there! As soon as the "Web stream details" page loads, your Measurement ID will be clearly displayed in the top-right corner. This is the "G-XXXXXXXXXX" value you’ll need for most CMS and website builder plugins.

To get the full Global Site Tag snippet, look further down the page for a section called "Event settings," and under it click on Configure tag settings. Then collapse "Your Google tag," and select Installation instructions to reveal the tag implementation details.

Finally, under "Install your Google tag," flip over to the Install manually tab. There you will see the full gtag.js in a box, ready for you to copy.

The Global Site Tag (gtag.js) Snippet

The code you find will look something like this, with your specific Measurement ID already included:

`<-- Google tag (gtag.js) -->

You can use the copy icon to grab the entire snippet in one click.

You Found the Tag – Now What? Putting It to Work

Just finding the tag isn't enough, you now have to install it on your website so it can start collecting data. There are three common ways to do this, ranging from super simple to more advanced.

Method 1: Using a CMS or Website Builder Integration (The Easiest Route)

This is the best option for most people. Platforms like WordPress, Shopify, Squarespace, and Wix make it incredibly easy. You don't need the full JavaScript snippet, just your Measurement ID (the one that starts with "G-").

  • For WordPress: The simplest way is to use a plugin like Site Kit by Google or another popular settings plugin. In the plugin's settings, you'll find a field asking for your Google Analytics ID. Paste your "G-" Measurement ID and save.

  • For Shopify: Go to Online Store > Preferences in your Shopify admin. You’ll find a section for Google Analytics. Paste your Measurement ID there.

  • For Squarespace or Wix: Navigate to your site's settings and look for a section called "Integrations" or "Marketing Tools." There will be a dedicated spot for Google Analytics where you can paste your Measurement ID.

Method 2: Manual Installation (The Direct Approach)

If your site is custom-built, or if your theme doesn't offer a simple integration field, you'll need to install the tag manually. For this, you’ll use the full Global Site Tag (gtag.js) snippet we found earlier.

The instructions are simple: copy the entire snippet and paste it into the code of every page of your website. It needs to go immediately after the opening <head> tag. If you use a single header file that applies to your whole site, that’s the perfect place to put it. Be careful when editing your site’s code, adding it in the wrong place or introducing a typo can break things.

Method 3: Google Tag Manager (The Power User's Choice)

If you plan on using multiple tracking tags (like a Facebook Pixel, an ads conversion tag, etc.), then Google Tag Manager (GTM) is the most professional and scalable way to manage your analytics. GTM acts as a single container for all your website tags, so you only have to add one piece of code to your site - the GTM container snippet.

Here’s the basic workflow with GTM:

  1. You install the GTM snippet on your site (once, forever).

  2. Inside your GTM account, you create a new tag. You’ll choose "Google Analytics: GA4 Configuration" as the tag type.

  3. In the tag configuration, it will ask for your Measurement ID. Paste it in.

  4. You set the tag to "fire" (or activate) on all pages.

  5. Publish your changes.

This method keeps your website code clean and allows you to add or change tracking without ever having to ask a developer to edit the site's code again. It's the recommended approach for marketers and anyone looking for more control and flexibility.

Common Questions and Verifying Your Setup

  • How do I know if it’s working? Once the tag is installed, the best way to check is to visit your own website. In GA4, go to Reports > Realtime. You should see your own visit pop up within a minute or two. If not, double-check that you've correctly copied and pasted the ID or snippet and that any changes have been saved or published.

  • I installed the tag but see "No data received." Newly set up GA4 properties can sometimes take 24-48 hours before data starts showing up in the standard reports. The Realtime report is the fastest check, so start there. If you see yourself but no one else, it's just a matter of waiting for other visitors and for Google to process the data.

  • Should I also have a "UA-" tag? The "UA-" tag is for the old version, Universal Analytics, which has been phased out. For any new tracking setup, you should only focus on your "G-" GA4 tag.

  • What if I don't see any "Data Streams" in my Admin panel? If you can't see the Data Streams option, you've likely created a GA4 property but didn't finish setting up a specific stream for your website. Simply click "Create Stream," choose "Web," and enter your website's URL to create one. Then you can follow the steps above to find the tag.

Final Thoughts

Knowing where to find your Google Analytics 4 tag - whether it's the simple Measurement ID or the full Global Site Tag - is the first, crucial step to understanding your website traffic. Once you've located it in Admin > Data Streams, you can use a simple plugin, edit the code directly, or use a tool like Google Tag Manager to get it installed and begin measuring what matters to your business.

Once you’ve got data flowing into Google Analytics, the next hurdle is turning all those numbers and charts into clear, actionable insights. Instead of getting buried in GA4’s dense reports, we built a tool to make data analysis painless. With Graphed, you can connect your GA4 account in seconds and then simply ask questions in plain English, like "show me the top 5 landing pages by conversions" or "compare my traffic this month vs. last month from Google vs. Facebook." We give you instant charts and insights, turning hours of analysis into a 30-second conversation.